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Transcript of College 4 (Marcel Kuiper)
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Cursus Productmanagement!
Marcel Kuiper www.devereenvoudiger.nl
De VereenvoudigerInnomicsStartup bootcamp / InnoleapsSNSReaalIG&H Management ConsultingUniversiteit Utrecht
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Customer Discovery What is the problem and who is the customer?
Marcel Kuiper
Utrecht2016
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Develop technology /
product
Create Marketing
Position
Create Sales Plan
Bring to Market
How do you create a blockbuster new product?!
IDEA
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Average 17%[email protected] 25%AbbieGriffin.Dr[email protected]on.1997.
59%
Frost&Sullivan.GrowthProcessToolkit:NewProductDevelopment.2008 0.3%Frost&Sullivan.GrowthProcessToolkit:NewProductDevelopment,2008. 1%AndrewCampbellandRobertPark.StopKissingFrogs.HarvardBusinessReview.July-August2004.
1%
[email protected]2004 3%CorporateStrategyBoard.StallPoint[email protected]on.page5.
5%
AndrewCampbellandRobertPark.StopKissingFrogs.HarvardBusinessReview.July-August2004.
10%
KevinClancyandRandyStone.DontBlametheMetrics.HarvardBusinessReview.June2005. 10%CorporateStrategyBoard.OvercomingStallPoints.2006. 10%PricewaterhouseCoopers.ShakingtheMoneyTree.Slide33.USVentureLiquidity,2001-2007.Q32008.
11%
Product success.!
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Develop technology /
product
Create Marketing
Position
Create Sales Plan
Bring to Market
How do you create a blockbuster new product?!
XXX X
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Search Execution
Goal: Find a repeatable and scalable business
Goal: Execute on a givenbusiness, financial, and
operating plan
Two different worlds.!
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Build, Measure, Learn!
In large companies, the mistakes just have additional zeros in them.
Steve Blank
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Search
Customerdiscovery
Customervalidation
Pivot
Problem / Solution Fit Product / Market Fit
Steps to take.!
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Functional!
Emotional!
Social!
Customer Jobs!
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Exercise!
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Growa
Crop
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Assess crops for revenue potential
Determine the soil
condition
Determine which
crops to grow
Prepare the soil
Plant the seed
Get the crop
established
Protect the crop
from weeds
Protect the crop from
severe weather
Ensure proper nutrition
Estimate crop yield
Identify crop
growth issues
Correct crop
growth issues
Correct soil
moisture levels
Prepare the crop
for harvest
Harvest the crop
Manage crop
residue
Condition the
harvest
Store the harvest
Assess crop yield
Assess crops for revenue potential
Determine the soil
condition
Determine which
crops to grow
Prepare the soil
Plant the seed
Get the crop
established
Protect the crop
from weeds
Protect the crop from
severe weather
Ensure proper nutrition
Estimate crop yield
Identify crop
growth issues
Correct crop
growth issues
Correct soil
moisture levels
Prepare the crop
for harvest
Harvest the crop
Manage crop
residue
Condition the
harvest
Store the harvest
Assess crop yield
Protect the crop
from pests
5. goal: get the entire job done
1. customer perspective
2. ideal job3. beginning
middle and end
4. no solutions
6. action
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Exercise:!!
Create your job map!
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If your customer is everybody!your customer is nobody!
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Which customers do you talk with?!
Innovators
Early Adopters!
Early Majority
Late Majority
Laggards
16%34%34%13,5%!2,5%
Innovation Adoption Lifecycle
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Segment
Multiply
S P A
Size of the market Pay: How much will customers payAccess: How much access do you have to the customers?
Overweight
1st marathon runner, joined training team
Supermodel
Bride before a wedding
1
1
1
2
3
3
3
3
2
1
2
2
6
3
6
12
ize ay ccess
Job: To lose weight
3 = Large2 = Medium1= Small
3= A lot2 = Some1 = A little
3 = Hours2= Days1= Weeks
Exercise segmentation 1: SPA Treatment!
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SCALE Your Segments
S C A L E
Description
Segments3=2=1=
3=2=1=
3=2=1=
3=2=1=
3=2=1=
Overweight
1st marathon runner, joined training team
Supermodel
FitBit owners comparing apps on ProductHunt
LargeMediumSmall
Size of market
How much currency do they have?
A lotSomeA little
How much do you want to serve this group for the next 5 years?
A lotSomeA little
How much data do you have that they are trying to solve this problem?
A lotSomeNone
If the product were ready, how quickly could you get currency?
DaysWeeksMonths
2
1
1
2
3
3
3
3
2
1
2
2
1
1
2
1
1
2
2
3
12
6
24
36
Multiply
ize urrency ccess ove arly Adopter
Job:I want to lose weight
Exercise segmentation 2: SCALE!
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Who should do customer interviews!
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Preparing for an interview!
Learning Goal Curiosity Focus on Problems Neutrality Past or Present Specificity
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Quiz: Good question / Bad question!
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Exercise: questions!
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Search
Customerdiscovery
Customervalidation
Pivot
Problem / Solution Fit Product / Market Fit
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ExperimentMinimum
ViableProduct
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Goal of a test!
Build Measure Learn
Focus onlearning, not
growing or money
Fail Fast
Learn
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Exercise!!
Formulate your hypothesis and!Brainstrom on experiments !
you want to run!
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A landing page!
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Exercise: BUILDING YOUR MVP!
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Emotional design
Usable
Reliable
Functional
Emotional design
Usable
Reliable
Functional
This!
Not This!
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Search
Customerdiscovery
Customervalidation
Pivot
Problem / Solution Fit Product / Market Fit
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Eric Ries, The Lean Startup
!!
The only way to win is to learn faster than anyone else.
